MICHAEL FRIDJHON: Bordeaux’s primeur circus has its counterpart at the Cape
Blind tastings are the only way to escape fear-of-missing-out marketing that uses price as a proxy for quality
The vintage in Bordeaux is usually in full swing by early September. Six months later — and long before the wines are even palatable — the Bordelaises launch their “primeur” campaign, presenting what they claim are representative samples of the young wines to trade buyers and wine writers.
Reviews of the vintage and ratings of individual wines drive their marketing effort. Over the three-month campaign the properties announce their “primeur” prices and make their first sales. It’s great business for the chateaux: in good years the bulk of the crop is sold before the producers even have to pay for the packaging...
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